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How do you optimize marketing experiments for different devices?

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Marketing experiments are essential for testing and improving your campaigns, but they can also be challenging to design and execute across different devices. How do you ensure that your experiments are valid, reliable, and actionable for mobile, desktop, and tablet users? In this article, we will explore some best practices and tips for optimizing your marketing experiments for different devices.

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1 Know your device segments

Before you run any experiment, you need to understand how your audience behaves and converts on different devices. You can use analytics tools to segment your traffic by device type, operating system, browser, screen size, and other relevant factors. This will help you identify the most important devices for your goals, the potential opportunities and challenges for each device, and the baseline metrics and benchmarks for comparison.

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Elizabeth Earin

Marketing Executive | Strategic Brand Builder | Driving Growth and Innovation for B2B and D2C Brands
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To create effective and meaningful experiments, you have to know your device segments. Using GA4, we segment traffic by device type, operating system, and other custom dimensions. This allows us to understand user behavior and conversion patterns for each device, and adjust paid media strategies accordingly.

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2 Choose the right experiment type

Depending on your research question, hypothesis, and goal, you may want to use different types of experiments for different devices. For example, you can use A/B tests to compare two versions of a landing page, multivariate tests to test multiple elements on a page, or split URL tests to test different versions of a website. However, you need to consider the technical feasibility, sample size, and duration of each experiment type for each device. For instance, A/B tests may be easier to implement and analyze on mobile devices, while multivariate tests may require more traffic and time on desktop devices.

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3 Design for device compatibility

When you create your experiment variations, you need to ensure that they are compatible and consistent across different devices. You can use responsive design, adaptive design, or device-specific design to optimize your pages for different screen sizes, resolutions, and orientations. You also need to test your variations on different browsers and devices to check for any errors, bugs, or performance issues. Additionally, you need to account for the different user behaviors, preferences, and expectations on different devices. For example, you may want to use shorter headlines, larger buttons, and simpler forms on mobile devices, while you may want to use more visuals, text, and features on desktop devices.

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4 Analyze device-specific results

After you run your experiment, you need to analyze the results by device type to see how each variation performed on each device. You can use statistical methods and tools to calculate the significance, confidence, and effect size of your experiment results. You also need to check for any external factors, such as seasonality, traffic sources, or device changes, that may have influenced your results. Moreover, you need to interpret your results in the context of your goal, hypothesis, and research question. You need to understand why and how each variation affected your metrics on each device, and what implications and recommendations you can derive from your findings.

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Maneesh Shirke

Ex-Head Digital Marketing at Mahindra Lifespaces | HDFC Mutual Fund | Mahindra Holidays
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The critical thing which is generally missed is the success parameter setting before starting the experiment. If we pre-define the success parameter, it forces us to think of multiple risk areas and eventually readies us for both extreme scenarios or failure and success of the experiment. So the bottom line is to define what success means and way forward

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5 Optimize for device-specific actions

Based on your experiment results, you need to optimize your campaigns for different devices. You need to implement the winning variation or the best combination of elements on each device, and monitor the impact on your metrics. You also need to identify the next steps and opportunities for further improvement on each device. For example, you may want to test different calls to action, images, or colors on mobile devices, while you may want to test different layouts, headlines, or testimonials on desktop devices.

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6 Repeat and refine your experiments

Finally, you need to repeat and refine your experiments for different devices. You need to keep testing new ideas, hypotheses, and variations on each device, and measure the results. You also need to keep learning from your experiments, and apply your insights and best practices to other campaigns and devices. By doing so, you can continuously optimize your marketing experiments for different devices, and achieve better outcomes and conversions.

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Elizabeth Earin

Marketing Executive | Strategic Brand Builder | Driving Growth and Innovation for B2B and D2C Brands
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Think of your experiments like you're fine-tuning a recipe. Every time you try a new ingredient or tweak a step, you get closer to that perfect dish. By constantly iterating, or making small changes based on past results, and ensuring those results have statistical significance (meaning they're not just flukes or random outcomes), you'll master the art of serving up the most delightful experience for users on any device. So, whether it's mobile, tablet, or desktop, with each test and tweak, you're cooking up better results and tastier conversions!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you optimize marketing experiments for different devices?

1

2

3

4

5

6

7

1 Know your device segments

2 Choose the right experiment type

3 Design for device compatibility

4 Analyze device-specific results

5 Optimize for device-specific actions

6 Repeat and refine your experiments

7 Here’s what else to consider

Marketing Analytics

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How do you optimize marketing experiments for different devices?

1

2

3

4

5

6

7

1 Know your device segments

2 Choose the right experiment type

3 Design for device compatibility

4 Analyze device-specific results

5 Optimize for device-specific actions

6 Repeat and refine your experiments

7 Here’s what else to consider

Marketing Analytics

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